Though the name Hapshash and the Coloured Coat may not be as recognisable today as the Beatles or Mary Quant, the design duo played just as big a part in forging the zeitgeist of swinging 1960s London.

In celebration of this legacy, Idea Generation is presenting a major retrospective on Nigel Waymouth, one half of the Hapshash collective.

Under the Hapshash moniker, Nigel Waymouth and Michael English visually defined psychedelia, combining a subversive mixture of avant-garde and art nouveau.

Waymouth met English in 1966 while designing the shop front of Granny Takes a Trip, his radical vintage boutique on the Kings Road.

Though Granny... was a part of the boutique phenomenon sweeping London since the beginning of the 1960s, the shop was the first to truly instil the free-spirited values of the generation into fashion.

While Waymouth worked on the ever-changing facades of the shop – with its Wildean motto of “one should either be a work of art or wear a work of art” – the duo soon got to work on their first collaborative piece.

The promotional poster commissioned by co-founder of the radical underground UFO Club, Joe Boyd, set the bar for the collective’s 18-month career.

Boyd said of the duo: “At UFO, we wanted to follow the San Francisco example and create our own posters.